Tailieu.vncty.com giai phap xay dung thuong hieu vifon giai doan 2008 - 2012

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  • 1. B GIO DC V O TO TRNG I HC KINH T THNH PH H CH MINH NGUYN VN T GII PHP XY DNG THNG HIU VIFON GIAI ON 2008 2012 LUN VN THC S KINH T THNH PH H CH MINH NM 2009

2. B GIO DC V O TO TRNG I HC KINH T THNH PH H CH MINH NGUYN VN T GII PHP XY DNG THNG HIU VIFON GIAI ON 2008 2012 CHUYN NGNH QUN TR KINH DOANH M S: 60.34.05 LUN VN THC S KINH T NGI HNG DN KHOA HC TS. H NAM KHNH GIAO THNH PH H CH MINH NM 2009 3. LI CAM OAN Ti xin cam oan rng: Lun vn Thc S Kinh T ny l do chnh ti nghin cu v thc hin. Cc thng tin, d liu m ti s dng trong lun vn ny l hon ton trung thc v c ngun gc r rng. Tc gi: Nguyn Vn t Hc vin Cao hc kha 15 i Hc Kinh T TP.HCM 4. MC LC Trang LI NI U..............................................................................................1 1. L do chn ti...................................................................................... 1 2. Mc ch nghin cu................................................................................ 3 3. i tng v Phm vi nghin cu ............................................................ 3 4. Phng php nghin cu.......................................................................... 3 5. Qui trnh nghin cu ca ti................................................................. 4 6. Kt cu ni dung nghin cu ................................................................... 5 CHNG I: C S L LUN V THNG HIU XY DNG THNG HIU ..........................................................................................6 1.1 Khi Nim V Thng Hiu ............................................................................. 6 1..2 Tm Quan Trng Ca Thng Hiu i Vi Hot ng Sn Xut Kinh Doanh Ca Mt Doanh Nghip. ......................................................................................... 8 1.3 Ti Sn Thng Hiu........................................................................................ 9 1.3.1 S nhn bit thng hiu................................................................................ 9 1.3.2 Cht lng cm nhn ................................................................................... 10 1.1.3.3 S lin tng thng hiu......................................................................... 10 1.3.4 S trung thnh ca thng hiu.................................................................... 10 1.3.5 Ti sn s hu khc...................................................................................... 11 1.4 Gi Tr Ca Mt Thng Hiu Mnh.............................................................. 11 1.4.1 Nhng li ch ca mt thng hiu mnh - Nhn t gc doanh nghip ... 11 1.4.2 Nhng li ch ca mt thng hiu mnh Nhn t gc ngi tiu dng 11 1.5 Qui Trnh Xy Dng Thng Hiu ................................................................. 12 1.5.1 Cng thc chung trong Qun tr marketing v Xy dng thng hiu.......... 12 1.5.2 Nghin cu v Phn tch thng tin................................................................ 13 5. 1.5.3 Xc nh tm nhn v L do tn ti ca thng hiu..................................... 14 1.5.4 Hoch nh chin lc pht trin thng hiu. ............................................. 15 1.5.4.1 Chin lc thng hiu gia nh (Thng hiu d) ................................... 15 1.5.4.2 Chin lc thng hiu ph (Thng hiu ngun) .................................... 15 1.5.4.3 Chin lc thng hiu bo tr (Thng hiu chun) ............................... 15 1.5.4.4 Chin lc ngi nh thng hiu (Thng hiu sn phm) .................... 15 1.5.5 Thit k thng hiu. ................................................................................... 15 1.5.5.1 Tnh cch thng hiu Brand Personality............................................... 15 1.5.5.2 Tn gi thng hiu Brand Name........................................................... 16 1.5.5.3 Biu tng ca thng hiu Logo .......................................................... 16 1.5.5.4 Hnh tng ca thng hiu Brand Icon................................................. 16 1.5.5.5 Khu hiu ca thng hiu Slogan ......................................................... 16 1.5.5.6 Bao b v Mu sc ca thng hiu........................................................... 17 1.5.5.7 ng k bo h thng hiu ..................................................................... 17 1.5.6 nh v thng hiu. .................................................................................... 17 1.5.6.1 Khi nim nh v thng hiu. ................................................................ 17 1.5.6.2 Ti sao phi nh v thng hiu. .............................................................. 18 1.5.6.3 Cc phng php c bn nh v thng hiu............................................ 18 1.5.7 H thng nhn din thng hiu................................................................... 19 1.5.7.1 Sn phm .................................................................................................. 19 1.5.7.2 Cng ty ..................................................................................................... 20 1.5.7.3 Con ngi ................................................................................................. 20 1.5.8 Cng c xy dng thng hiu..................................................................... 20 1.5.8.1 Qung co trn cc phng tin truyn thng i chng............................ 20 1.5.8.2 Qung co trc tip n khch hng.......................................................... 21 1.5.8.3 Qung co ti im bn............................................................................. 22 1.5.8.4 T chc s kin v Ti tr......................................................................... 22 1.5.8.5 Quan h cng chng.................................................................................. 22 1.5.8.6 Khuyn mi knh phn phi...................................................................... 23 6. 1.5.8.7 Khuyn mi ngi tiu dng ..................................................................... 23 Tm tt chng I .................................................................................................. 24 CHNG II: PHN TCH C IM TH TRNG THC PHM N LIN TI VIT NAM V THC TRNG HOT NG XY DNG THNG HIU TI CNG TY C PHN K NGH THC PHM VIT NAM VIFON......................................................................... 25 2.1Gii Thiu S Lc V Cng Ty Vifon........................................................... 25 2.1.1 Tng quan.................................................................................................. 25 2.1.2 Lch s hnh thnh v pht trin ................................................................. 26 2.1.2.1 Nhng ngy u thnh lp......................................................................... 26 2.1.2.2 Vifon sau ngy 30/04/1975 ....................................................................... 26 2.1.3 Chc nng Nhim v - Quyn hn .......................................................... 27 2.1.4 S t chc cng ty................................................................................. 28 2.1.5 Tnh hnh tiu th sn phm th trng ni a........................................... 29 2.1.6 nh hng pht trin ................................................................................ 29 2.2 Tng Quan V Th Trng Thc Phm n Lin Trong Nc v Th Gii..... 30 2.3 Phn Tch c im Tiu Th Sn Phm....................................................... 31 2.3.1 Phn tch c im tiu th theo vng a l .............................................. 31 2.3.2 Phn tch c im tiu th theo nh sn xut ........................................... 33 2.3.3 Phn tch c im tiu th theo chng loi sn phm................................ 35 2.3.4 Phn tch c im tiu th theo mi v ca sn phm................................ 36 2.4 Phn Tch c im Ngi Tiu Dng.......................................................... 38 2.5 Phn Tch c im Hot ng Truyn Thng . ........................................... 39 2.6 Thc Trng Hot ng Xy Dng Thng Hiu Ti Cng Ty VIFON .......... 44 2.6.1 Mc nhn bit thng hiu.................................................................... 44 2.6.2 Thc trng hot ng xy dng thng hiu ti cng ty Vifon ................. 45 7. 2.7 Phn Tch Cc Nhm Nhn T V M nh Hng n Hot ng Xy Dng Thng Hiu VIFON ...................................................................................... 51 2.7.1 Kinh t v m ............................................................................................. 52 2.7.2 Chnh tr - Php lut................................................................................... 53 2.7.3 Vn ha X hi ....................................................................................... 54 Tm tt chng II ................................................................................................. 55 CHNG 3: GII PHP XY DNG THNG HIU VIFON GIAI ON 2008 2012 ..........................................................................56 3.1Quan im v C S Xy Dng Thng Hiu VIFON................................... 56 3.1.1 Quan im.................................................................................................. 56 3.1.2 C s ......................................................................................................... 56 3.2 Xc nh Tm Nhn Thng Hiu VIFON..................................................... 57 3.3 S Mnh Thng Hiu VIFON ...................................................................... 57 3.4 Mc ch Xy Dng Thng Hiu VIFON.................................................... 57 3.5 Gii Php Thc Hin Xy Dng Thng Hiu Vifon ..................................... 58 3.5.1 Gii Php I: Xy dng nh v thng hiu Vifon ...................................... 58 3.5.2 Gii Php II: Thit k thng hiu VIFON................................................ 60 3.5.2.1 Tnh cch thng hiu Brand Personality .............................................. 60 3.5.2.2 Tn thng hiu Brand Name................................................................ 61 3.5.2.3 Biu tng thng hiu Logo................................................................ 61 3.5.2.4 Hnh tng ca thng hiu Icon .......................................................... 62 3.5.2.5 Khu hiu